Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
Full-Text Articles in Business
The Business Of Christianity: The Growing Market For Everything Christian, Peter A. Maresco
The Business Of Christianity: The Growing Market For Everything Christian, Peter A. Maresco
WCBT Faculty Publications
In 2008, McFarland Publishers, Inc. of Jefferson, North Carolina is scheduled to publish my book: The Business of Christianity: The Growing Market for Everything Christian. The premise of this book is to elaborate in some detail how entrepreneurs are marketing products and services to the Christian consumer that have never been marketed before. Before going into what these products and services are, I should point out that these markets have always existed. The difference is, however, that with the attention given to, Evangelism, the religious right and the growth of mega-churches, those with memberships in excess of 2,000, businessmen and …
Using Teen Chick Lit Novels To Teach Marketing, Peter A. Maresco
Using Teen Chick Lit Novels To Teach Marketing, Peter A. Maresco
WCBT Faculty Publications
This paper will outline how the author uses the sub-genre of teen fiction referred to as teen chick lit to teach students the marketing concept known as product placement. The paper provides the rationale for using fictional teen focused novels as a vehicle for teaching product placement as well as an overview of the teen chick lit genre. A discussion of the value of using teen fiction in class, student project, its success and issues raised are also discussed.
Heroes In Sport: Assessing Celebrity Endorser Effectiveness, Joshua Shuart
Heroes In Sport: Assessing Celebrity Endorser Effectiveness, Joshua Shuart
WCBT Faculty Publications
The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners have long questioned the means by which celebrity endorsement is measured and evaluated. Through the use of validated surveys among US students and the inauguration of the Celebrity-Hero Matrix (CHM), some of their questions are answered. Being labelled a 'heroic' athlete does, it seems, have tremendous power for marketers, and provides endorsement clout for the athlete.